By Hank Kim and Joan Voight
NEW YORK–Lexmark International has consolidated its U.S. and global advertising accounts, moving the national consumer account for computer printers from Goldberg Moser O’Neill to lead agency Grey Advertising.
Grey’s assignment consisted of all media planning and buying, and creative duties, for the client’s business printers, its imaging solutions division, but international duties only for the home printers.
The shift merges the Lexington, Ky.-based company’s U.S. ad account into the corporate branding account handled by Grey in New York. 1997 billings for the U.S. are estimated at $15 million, sources at the client said.
‘This move was not a consequence of any dissatisfaction with Goldberg Moser O’Neill, but rather a result of our desire to maximize the global corporate branding of Lexmark by taking full advantage of Grey’s global capabilities,’ said Steve Oliver, Lexmark corporate advertising manager.
New work from Grey for the consumer printer account will break in July or August as
the current San Francisco-based GMO’s ads phase out in the next few months. In addition to print work for Lexmark, GMO had also created a Web-site banner for the client.
‘We were originally appointed to be Lexmark’s global agency and are delighted to be recognized for the successful global branding campaign that we’ve executed for them,’ said Bob Berenson, president-USA of Grey.
GMO officials confirmed it had lost its U.S. assignment and pointed to a change of personnel at the client as a possible factor.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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